The effects of selective attributes of a chicken soup meal kit on satisfaction and repurchase intention

Abstract

This study aimed to examine consumer satisfaction and repurchase intention for a chicken soup meal kit. Thus, this study was conducted on 135 Korean adults in their twenties and older who purchased a chicken soup meal kit from August 1 to August 31, 2021. In this study, after excluding 7 questionnaires who responded insincerely, the questionnaires of 128 people were finally analysed. For the collected data, frequency analysis, reliability analysis, factor analysis, and correlation analysis were performed using the statistical package SPSS 20.0, and multiple regression analysis was performed to test the hypothesis. Convenience (β = 0.442) and price (β = 0.337) among the selection attributes of chicken soup meal kit products had a significant effect on satisfaction, while diversity (β = 0.0.27) and quality (β = 0.047) were not significant. Also, convenience (β = 0.504) and price (β = 0.337) affected repurchase intention among the purchasing attributes of the meal kit. However, diversity (β = 0.101) and quality (β = 0.045) did not exert any significant effects on repurchase intention. Finally, it was confirmed that satisfaction with the meal kit had a significant effect on the repurchase intention. Therefore, this study predicts that enhancing convenience and price competitiveness rather than quality or variety among chicken soup meal kit purchasing attributes will increase consumer satisfaction and repurchase intention.